BACKGROUND

After launching the new British Airways “A British Original” brand positioning, we were tasked with building out a subsequent campaign celebrating the various journeys BA customers take, recognising that BA customers have unique reasons to travel.

THE IDEA

We wanted to capture the wonder on customers’ faces when they look out of an aircraft window & onto the world from 35,000ft.

Playing with the idea that customers usually take photographs from their seat out of the aircraft window, we reversed the camera so it was spotlighting customers’ emotions as they look onto their destination, to suggest a myriad of unique stories and original reasons for travel.

We secured prominent OOH sites all around the UK including digital and print billboards at Heathrow and the giant screen at Piccadilly Circus.

OUTCOME

The broader campaign has reached 26 million adults across the UK - driving the highest ad awareness for British Airways since January 2023, and greatly increasing the number of people considering BA as shown via key site metrics.